Converting virtual community members into online buyers

Sumeet Gupta; Hee Woong Kim; Seon Jin Shin

doi:10.1089/cyber.2009.0202

Converting virtual community members into online buyers

Sumeet Gupta, Hee Woong Kim, Seon Jin Shin

Graduate School of Information

Research output: Contribution to journal › Article › peer-review

20 Citations (Scopus)

Abstract

Although many online vendors have sponsored virtual communities (VCs) in the hope of reaping commercial benefits from it, not many have been successful in reaping commercial benefits from their VC. Online vendors can benefit greatly from having a VC, if the VC members can be converted into online buyers. This study examines the conversion of a VC member into an online buyer. Using a classical-conditioning approach, this study finds that members' committed participation in the VC is the springboard for online vendors to convert VC members into online buyers.

Original language	English
Pages (from-to)	513-520
Number of pages	8
Journal	Cyberpsychology, Behavior, and Social Networking
Volume	13
Issue number	5
DOIs	https://doi.org/10.1089/cyber.2009.0202
Publication status	Published - 2010 Oct 1

All Science Journal Classification (ASJC) codes

Social Psychology
Communication
Applied Psychology
Human-Computer Interaction
Computer Science Applications

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Converting virtual community members into online buyers

Abstract

All Science Journal Classification (ASJC) codes

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